Salem County sees 5.8-percent growth in tourism in 2010 as advertising campaign begins paying off

View full sizeSunbeam file photoThe Three Forts Ferry, operated by the Delaware River and Bay Authority, carries passengers from Fort Mott in Pennsville Township to Fort Delaware on Pea Patch Island in the Delaware River and to Delaware City, Del.

SALEM — Salem County saw one of the highest rates of tourism growth statewide in 2010, according to a new Economic Impact Study released by the New Jersey Department of Tourism.

The county ranked second in the state in tourism growth last year with a growth rate of 5.84 percent, far exceeding the average state increase of 0.84 percent. Only Gloucester County topped Salem with a growth rate of 6.63 percent.

The New Jersey Tourism Economic Impact Study, conducted by Vantage Strategy, Inc., highlighted the importance of the tourism industry in New Jersey. Core tourism, defined by industries providing direct services to visitors, maintained its standing as the state’s third-largest industry.

According to the study, tourism-related activity generated $7.2 billion in federal, state, and local government revenue in 2010.

The Salem County Board of Chosen Freeholders attributed the county’s growth in tourism to an aggressive advertising campaign that highlights what the county has to offer.

“All of our internal survey data was telling us that the ‘Discover The Possibilities’ advertising campaign was having a positive impact, but this news is much more than we could have hoped for,” said Freeholder Director Lee Ware.

“The 5.84-percent growth rate translates to an increase in tourism expenditures of $14.6 million at county venues, attractions, hotels, restaurants, farm markets, gas stations, and retail and specialty shops ... It is now clear that our message is attracting a regional audience that is willing to spend their tourism dollars in Salem County.”

The county made a direct investment in marketing for tourism through commercials, billboards, and regional events to promote the industry, officials said. And while there are no typical attractions like amusement parks or resorts in the area, the county has some unique offerings of its own.

Freeholder Julie Acton said historic events, site tours, and the county’s diverse arts seem to spark people’s interest in the area. She added that any increase in tourism is a good thing for residents.

“Any tourists coming in to ‘discover the possibilities’ is always a positive for the county,” said Acton. “I’m glad to see that our investment is giving us some returns.”

While Salem is not generating enough tourism dollars to be competitive with major tourism counties like Atlantic or Cape May, county officials remain optimistic looking at the tremendous growth made in recent years.

“When you take into account that at the beginning of our coordinated marketing effort in 2008 Salem County’s tourism sector was actually shrinking at a rate of 2.6-percent, our actual growth is nearly 8.5-percent,” said Freeholder Beth Timberman, chairwoman of the Transportation, Tourism, and Agriculture Committee.

“Considering this growth was accomplished during a deep recession that impacted every industry in the United States, including travel and tourism, the results are even more impressive.”

Timberman added that, even with the impressive results, she recognizes that many people may still doubt the ability of tourism to thrive in the area.

“Even with these positive results, we understand that some people will still have a difficult time believing tourism is a viable industry for Salem County,” she said. “But it is economic development in the purest sense. It’s a good investment for the county to make, because it generates revenue through direct sales, secondary economic activity, and increased tax receipts, at little or no impact to our quality of life.”

According to Deputy County Administrator Robin Weinstein, while the advertising campaign appears to have been successful for 2010, looking ahead in 2011, the campaign will be scaled back in this year’s budget due to limited funds.

In 2010, the county budgeted $200,000 toward tourism — including $150,000 from the Salem County Improvement Authority. In 2011, only $20,000 has been budgeted for tourism, he said.

SCIA was unable to contribute to this year’s budget due to declining revenues and expenses, said Weinstein.

To keep the momentum going, the county will be focusing on promoting its upcoming events, such as the Arts in Bloom event in May, the Three Forts Ferry out of Fort Mott, and a new audio tour program called “Seven Steps to Freedom,” said Weinstein.

Campaigning for events will continue, but in a limited way, he added.

According to Timberman, the Department of Tourism and the Tourism Advisory Council, in consultation with the Chamber of Commerce and other county organizations, are also developing new ideas and programs to help leverage marketing dollars, create efficiencies, and deliver a broader impact to the overall goals and efforts of the tourism campaign.

Some examples of these new ideas are monthly tips for businesses and attractions, a discount coupon program for local businesses, and a new tourism blog, she said.